USCA expands marketing leadership to advance brand strategy

USCA has selected Heather Henley to serve in the newly created role of associate vice chancellor for marketing and communication effective Nov. 3.

Two years ago, the university restructured its marketing and communication department to better align with the university’s Strategic Plan 2030: Educate. Innovate. Inspire. Congruent with the institution’s long-term goals, the department refined its mission to elevate university-wide marketing efforts, with a particular focus on student recruitment. Part of that restructuring involved the appointment of Christen Engel as vice chancellor for marketing and communication. Under her direction, USCA worked toward a rebranding of the university, which officially launched at the end of August.

“Heather brings a wealth of insight and experience in higher education marketing and communication, with a specific understanding of the evolving landscape and the tactics needed to reach prospective students and other key constituencies,” Engel said.

“In this new role, she will work with internal stakeholders to identify and share the USCA story in a way that is in keeping with our brand, enrollment initiatives, and the value we provide to students, their families and our community.”

To further support the broader scope of the unit, Henley will be responsible for developing and implementing a comprehensive marketing and communication strategy aimed at strengthening the university’s brand visibility. In addition, Henley will lead marketing efforts, oversee content creation and ensure consistent messaging to a broad range of stakeholders, including prospective and current students, faculty, staff and alumni.

“I’m truly excited and honored to step into this role. USCA has such a strong reputation for academic excellence and student success, and I look forward to building on that momentum and growth,” Henley said. “This position allows me to bring together my experience in higher education communications with my passion for mentoring teams and connecting their work to the overall mission.”

Henley emphasized that within her first 90 days in her new role, she will focus on and build strong relationships across campus. She also plans to prioritize supporting the marketing and communication team by ensuring they have the tools needed to succeed. Another key goal will be to strengthen the rollout and adoption of the new brand.

“The recent rebranding reflects a strong commitment to reinforcing the university’s identity and fostering pride both on campus and throughout the wider community,” Henley said, noting that this was a key factor in what drew her to the university.

She added that she’s excited by the opportunity to collaborate across departments to share USCA’s story in a way that connects with current and prospective students, alumni and the broader public.

Henley comes to USCA from Augusta University (AU), where she has served as the director of scientific communications at the Immunology Center of Georgia (IMMCG). Henley led the development and execution of strategic communication initiatives aimed at elevating IMMCG’s visibility and reputation. She managed proactive media relations by building strong connections with local, regional and national media outlets, and oversaw the planning and execution of key events and community outreach initiatives.

Previously, Henley served as the director of brand communications at AU. In that role, she undertook one of her most noteworthy projects: unifying AU’s brand during an extended post-merger transition and supporting recruitment campaigns that delivered measurable increases in engagement and brand recognition.

Her career also extends beyond higher education; from 2013 to 2019, she held various editorial roles at the Savannah Morning News.

Henley received a Master of Public Administration and a certificate in nonprofit leadership from AU. She also earned a Bachelor of Fine Arts in communication design from Southern Illinois University.

For more information, contact USCA Marketing & Communication at news@usca.edu.